Chances are if you’ve been in an H&M sometime in the last couple of years you’ve seen the work by illustrator Lovisa Burfitt but maybe you didn’t know who she was so I want to pay her proper credit cause I LOVE her work. The illustrations are so rough around the edges but still super beautiful and feminine. I love that contrast! The difference in strokes and textures make these work so well.

Personally I’m a big fan of H&M, and that’s what caught me on this post. Your remark on the rough edges and feminine feel is brilliant. I agree – the “messiness” suggest young and beautiful, but looking for meaning and purpose; that way to define themselves. I think that is a great statement on young women – who happen to be a major target of H&M. It connects to them on a deeper level and it was wonderfully captured here. Thanks!